All of it benefits them no matter what specifically their main goals are. PR to say they're "anti-racist", diversity to fracture the worker base and create high turnover with less benefits and raises paid, killing off smaller businesses and taking their market share, and shifting influence into a different kind of capital which can still be converted into cash down the line. They do not even need to believe in this stuff very strongly to get all the benefits, but they do. It's easier to align yourself with something that benefits you than it is to align yourself with something that does not. They could start off not believing it, move onto not caring, and finally end up loving it and believing it.